Authors : Ezatullah Saddiqi

Volume/Issue : Volume 7 - 2022, Issue 5 - May

Google Scholar : https://bit.ly/3IIfn9N

Scribd : https://bit.ly/3OHBqR8

DOI : https://doi.org/10.5281/zenodo.6735229

Abstract : The Effects of Digital Marketing on Customer Relationships Marketers are discovering about using digital channels including the Internet, email, mobile phones, and digital television to cut costs, reach larger and new consumers, customize, interact, and connect with customers better.The ability to leverage digital platforms to develop long-term client relationships and loyalty has recently gotten a lot of attention. We present a model in this article that demonstrates how brand communication, service, customization, and interaction may assist marketers in improving customer relationships. Digital channels' low prices promote marketers' active and frequent brand communication. This creation of positive customer-brand interactions in a variety of ways. Customers' awareness of marketers' products and services, as well as their participation, may grow. In addition to boosting sales, digital brand communication can encourage good brand attitudes, emotions, and devotion.It is also possible to increase customer activity. Interactivity in digital media provides customers with more alternatives for gathering data, taking action, and receiving assistance. Interactivity also provides new methods to interact with a brand, for as through games or participating in website activities. Personalization can also help customers believe that messaging is more relevant and fascinating. In comparison to traditional service channels, digital service has the ability to provide clients with more choice, access, control, and convenience. Customers' capacity to actively mold or construct the form of their services improves satisfaction and loyalty. Marketers can also build more personalized services based on the behavior and interests of their clients. Customers can trace their postal packages using the interactive components of digital media, which can be leveraged to provide self-service choices. Customers may be offered additional services such as maintenance reminders and assistance in keeping their products up to date when purchasing products.From a customer relationship standpoint, our methodology assists marketers in better understanding and executing digital marketing and its interactive processes. In addition, a measuring scheme (SARAS) is proposed to track the effects of digital marketing on customer relationships by combining key brand, service, and loyalty measures.